Before the Olympics began, Bloomberg points out, NBCUniversal CEO Steve Burke said that his ďnightmareĒ would be a 20% ratings drop. That has basically happened. And if you drill down to 18- to 49-year-olds, it did happen: ratings fell 25% among that key group.

But thatís not the point. The bigger story here is that digital viewership is up, up, up.